CHICAGO: In an effort to devote additional attention and resources to its well-performing craft and import beer category, MillerCoors launched an independent corporate division dubbed Tenth and Blake Beer Company.

The division will operate marketing, trade marketing, and sales separately from its MillerCoors parent.

“We realize that oftentimes within MillerCoors, the brands don't get the attention and focus they need to continue to grow,” said Tom Ryan, brand communications manager at the company. “The idea behind it is to ensure they're at the forefront of the sales and marketing forces' to-do-lists.”

He added that, under the new business model, the company's current craft and import managers will work closely with regional distributors to develop marketing plans that “will resonate with beer drinkers in those markets.”

While the company may hire additional marketing staff moving forward, the venture will mainly encourage brand managers to focus wholly on the individual brands within the category, he said.

“We've got strong brands that we'll continue to focus on from a PR, social media, and marketing standpoint,” he explained.

The division has no plans to alter its PR agency roster, which includes Dig Communications, Leum PR, and RF Binder.

It also likely won't incorporate Tenth and Blake Beer Company branding into individual brand creative or messaging, noted Ryan.

Though not a priority, he explained, the company is promoting the new model via a Facebook page.